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Gain Introduces ‘Scenthropologist’ to Push Fragrances

P&G brand also teams with comedian/actress Wanda Sykes

January 1, 2012, 07:00 pm

Procter & Gamble laundry detergent brand Gain has enlisted the aid of its resident “Scenthropologist,” Tim Hittle, as well as comedian and actress Wanda Sykes, to spread the word about Gain’s 13 detergent and fabric softener scents.

Sykes is helping the brand showcase its scent portfolio by lending her distinctive voice to television ads that are now airing nationally. The ads feature diverse characters, with backgrounds and interests as varied as Gain’s many scent choices.

“Not many people know this, but I’m a person who loves scent and needs to be surrounded by my favorite ones,” noted Sykes. “Gain [is] celebrating what makes this world so beautiful and diverse, and doing it by helping people find the things that help them express who they are, like their signature scent.”

With 16 years of scent experience, Hittle, who works in the Gain research & development department, has played an integral role in creating many of the scents that the brand offers today. He appears on Gain’s Facebook page to share scent tips and advice.

In addition to Gain fan-favorites Original Fresh and Apple Mango Tango detergent and fabric softener scents, the brand also offers such unique fragrances as Icy Fresh Fizz, Hawaiian Aloha and Butterfly Kiss. For even more scent choices in new forms, consumers can try the new Gain Forget-Me-Not Dryer Bar and Fireworks In-Wash Scent Booster. The Dryer Bar helps retain scent in laundry without the addition of fabric softener, while the Scent Booster offers added fragrance to laundry for an enhanced scent experience.

“We recognize how important scent is to our fans; therefore, we strive to offer a wide variety of Gain scents to fit each and every individual,” explained Hamilton Brown, brand manager for Gain at Cincinnati-based P&G.